From Late Nights to Global Success in Marketing – An Interview with Founder and CEO Monty Tucker
- 5 hours ago
- 7 min read
Monty Tucker is the 28-year-old CEO and Founder of More Social, an international marketing agency trusted by brands across Australia, the United States, Mexico, and beyond. What began as late nights building a business solo while working full time has grown into a respected agency known for strategy, creativity, and measurable results across multiple industries.
In this interview, Monty shares how she built More Social from the ground up, the lessons she has learned as a young female founder, what businesses still get wrong about marketing, and why relationships, standards, and vision remain the foundation of long-term success.
Monty Tucker, Founder and CEO of More Social
At just 28, you’ve built More Social into an international agency trusted by clients across the world. What drove you to start so young, and did you always think this big?
I always knew I wanted to build something of my own. Even from a young age, I was drawn to business, growth, and the idea of creating something meaningful. At the same time, I could clearly see the power of social media. When used strategically, it can completely change the trajectory of a business, a brand, or even a person’s life.
That combination of business thinking and understanding attention made marketing feel like the right path for me. I knew there were so many passionate business owners with incredible products or services who simply needed the right strategy and support to be seen.
I started More Social at 22 while working full-time in a corporate role at one of the Big Four companies. It began with late nights, long hours, and doing everything alone from home. There was no team, no blueprint, and no guarantee it would work.
Did I always think this big? I always thought it could become something significant, but I did not know exactly what it would look like. I just knew if I stayed consistent, kept learning, and delivered results, growth would follow.
Many people underestimate young female founders. How did you earn credibility in a competitive industry and turn doubt into momentum?
When you are young, female, and building in a competitive space, people do not always take you seriously straight away. That is simply the reality. Sometimes they question your experience, sometimes they question your leadership, and sometimes they make assumptions before you have even spoken.
Very early on, I realised I could spend energy trying to convince people, or I could spend that energy building something undeniable. I chose the second option.
Credibility is earned through consistency. It is earned through delivering results, communicating well, showing up when it matters, and maintaining standards over time. Every happy client, every referral, every successful campaign, and every long-term relationship helped build trust far more powerfully than words ever could.
I also learned not to internalise doubt from others. People often project their own limitations onto ambitious people. If I listened to every opinion, More Social would not exist today.
The truth is, momentum comes when you stop focusing on being underestimated and start focusing on execution. Once results speak loudly enough, the noise becomes irrelevant.
More Social has worked with hundreds of brands across industries and countries. What do you believe clients trust you with that others miss?
I believe clients trust us with something deeper than just marketing. They trust us with their vision.
Many businesses are not just hiring an agency for content. They are trusting someone with years of sacrifice, financial risk, personal identity, and the future they are trying to build. We never lose sight of that responsibility.
One of the reasons we stand out is that we do not use a one-size-fits-all approach. We take time to understand the person behind the brand. Why did they start? What do they want to become? What pressures are they facing? How do they want their audience to feel? That level of understanding changes the quality of strategy dramatically.
We also combine creativity with commercial thinking. Great visuals matter, but so do response times, business instincts, communication, systems, and knowing how to turn attention into outcomes.
Clients trust us because they know we care. We are not here to tick boxes or just post content. We are here to help them grow in a meaningful and measurable way.
You started alone while working full-time and now lead a growing team. What did those early sacrifice years teach you about success?
Those early years taught me that success is rarely glamorous while it is being built. From the outside, people often see milestones, growth, or recognition. What they do not always see are the late nights, exhaustion, uncertainty, and discipline it took to get there.
I was working full-time while building More Social outside of work hours, often sacrificing rest, social time, and balance to give the business a real chance. There were moments of burnout, self-doubt, and wondering whether the effort would pay off.
What that season taught me most is that success belongs to people who can stay consistent through discomfort. Anyone can feel motivated when things are exciting. Not everyone can keep going when progress is slow, when no one is watching, or when the reward has not arrived yet.
It also taught me self-belief. When you build something from nothing, you start to understand your own capability on a different level.
Those years shaped the discipline I still rely on today. They were hard, but they built the foundation for everything that came after.
What separates founders who talk about building something big from those who actually do it?
The biggest difference is execution. Many people love the idea of success, but far fewer are willing to live the reality required to create it.
Building something meaningful demands consistency, patience, and resilience. It means doing unglamorous work repeatedly, making hard decisions, staying focused when distractions are everywhere, and continuing when results are slower than expected.
It also requires personal responsibility. Real founders do not spend their time blaming the market, competitors, timing, or algorithms. They adapt, refine, and keep moving.
Another key difference is standards. People who build strong businesses protect quality as they grow. They understand that short-term wins can cost long-term reputation if the foundations are weak.
Most importantly, founders who actually build something big have vision. They can see beyond current circumstances and stay connected to where they are going, even when reality has not caught up yet.
Talking is easy because it costs nothing. Building requires sacrifice. That is why so few people do it well.
You’ve said you care deeply about your team winning too. What kind of leader have you had to become as the business scaled?
As the business has grown, I have had to evolve from being someone who simply worked hard into someone who can lead well. They are very different skill sets.
In the beginning, success was mostly about my own output. As you scale, success becomes about how well you build people, systems, standards, and culture. You have to think beyond yourself.
I care deeply about my team because their lives, goals, and growth matter to me. I want them to have opportunities, confidence, and careers they are proud of. When they win, the business wins too.
I have also learned the importance of boundaries. Earlier in my journey, I would carry everything personally. Now I understand that sustainable leadership requires clarity, trust, delegation, and protecting your energy so you can lead consistently.
The kind of leader I aim to be is supportive but high-standard. I want people to feel valued, challenged, and inspired to do excellent work. You can be kind and still expect greatness. In my view, the best leaders do both.
What is broken in the marketing industry right now, and how is More Social doing things differently?
What is broken in the marketing industry right now is the obsession with surface-level activity over real strategy. Too many businesses are being sold vanity metrics, generic content, cheap branding, and constant posting with no real direction behind it.
A lot of brands think they have a content problem when in reality they have a positioning problem. If the market does not understand your value, your difference, or why you matter, more content alone will not solve that.
We do things differently by starting with substance. Before we create anything, we want to understand the business, the audience, the goals, and the brand identity. Then we build strategy around that.
We also care deeply about relationships and execution. Being creative is important, but so is responsiveness, consistency, commercial thinking, and actually helping clients grow.
Marketing should never just look good. It should move the business forward. That mindset is at the centre of everything we do at More Social.
What does the next chapter look like for you personally and for More Social globally?
The next chapter is about scale with intention.
For More Social, that means continuing to grow our reputation as a high-performing agency trusted by serious brands globally. We want to deepen our impact, work with even more ambitious businesses, expand our reach, and continue building a team that reflects the standard we are known for.
Growth for me has never been about growing for the sake of appearances. It has always been about building something excellent and sustainable. I want More Social to be recognised not only for creativity, but for results, leadership, and the way we make clients feel supported in their journey.
Personally, the next chapter is about becoming an even stronger leader. As the business evolves, I know I need to keep evolving with it. That means sharpening my mindset, protecting balance, thinking bigger, and continuing to grow into the level required for what comes next.
I still feel like we are only getting started.
If your 22-year-old self could see your life now, what do you think she would say?
I think she would be proud, but she would also probably laugh and say, keep going, you are not done yet.
At 22, I had ambition, belief, and a strong work ethic, but I did not have certainty. I did not know exactly how the journey would unfold. I just knew I wanted more, and I was willing to work for it.
If she could see where we are now, a growing team, international clients, awards, recognition, and a business that has genuinely helped people, I think it would remind her that taking the risk was worth it.
But I also think she would appreciate who I have become just as much as what has been achieved. The resilience, the discipline, the lessons, the boundaries, and the confidence that only experience can build.
Success is not only about what you create externally. It is also about who you become in the process. That is something my younger self would deeply value.
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